In keeping with his populist campaign promises, Premier Doug Ford joined by Minister of Finance, Vic Fedeli, and Minister of Government and Consumer Services, Todd Smith, made the announcement at a press conference held at Barley Days Brewery in Picton this morning.

“We were elected on a promise to reduce red tape and put the people first,” said Premier Doug Ford, who made the announcement while visiting the Barley Days Brewery. “This included a promise to bring ‘Buck-a-Beer’ back to Ontario. Today I am proud to say: Promise made, promise kept.”

Going into effect on August 27, the new price floor will challenge Ontario’s 260 breweries to lower prices to $1.00 for any beer with an alcohol volume below 5.6% in time for Labour Day.

“The days of the government putting its hand in your pocket each time you buy a two-four or six-pack is over,” said Ford. “Instead we’re going to do what we said we would do and put Ontario consumers first.”

Currently, the retail price floor sits at $1.25 and while brewers won’t be mandated to lower prices, the ‘Buck-a-Beer Challenge’ encourages Ontario brewers to “receive LCBO promotional considerations such as limited-time discounts, in-store displays on end aisles and shelf extenders, or advertising in LCBO flyers and newspaper inserts.”

The new price will not apply to draft beer sold in restaurants and bars or ciders, spirits and wine.